Planet Fitness
Introducing Mother Fitness
Challenge
The fitness industry can feel exclusive, which is why 80% of people do not have a gym membership. They’re made to feel like they don’t belong. To drive new membership sign-ups, Planet Fitness needed to make everyone feel welcome.
Insight
Our main fitness motivator is boosting energy levels. Yet an intimidating, exclusive category often makes fitness feel more like an energy drainer than an energy boost.
Solution: Introducing Mother Fitness, the inclusive hype queen
To proclaim Planet Fitness as THE place to boost energy for ALL, we recruited Megan Thee Stallion — the world’s most empowering fitness queen — to rescue her hotties from toxic gyms and show them the hype of Planet Fitness.
Results
- 6% increase in NYE ad awareness (YoY).
- 2.5%+ increase in overall consideration (YoY).
- 98% positive sentiment on social (up 73% YoY).
- 3.75B earned impressions since campaign launch.
“Working out is such an important part of my routine, so this partnership with Planet Fitness genuinely embodies my personal values.”
—Megan Thee Stallion